冲动性购买之购后行为文献综述

摘要

作为一种普遍的购买行为,冲动性购买行为一直是学术界和企业界十分关注的一个问题。但是研究重点都集中在冲动性购买行为的购前,而对于冲动性购买行为的购后行为的研究却凤毛麟角,这也使得本研究试图了解冲动性购买的购后行为,尤其是基于情绪的购后行为进行梳理和理论综述,并对未来研究做出展望。%Impulse buying is a pervasive aspect of consumer＇s behaviors and a focal point for considerable marketing activity.Although fraught with difficulty,this topic has generated considerable research interest for over thirty.However it is surprising how little we really know about the post-impulse-buying behavior particularly the research on the emotion.So the paper is to analyze the differences of the consumer＇s post-purchase emotion in the different situations and will provide the corporations the constructive suggestions in the future.